class notes 2-24-09 - Markets Consumers WCOB Announcements...

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Markets & Consumers WCOB 2/24/09 Announcements - Bring the Cool Hunt article on Thursday How does advertising influence brand imagery & sign value? - Sign value o create associations to influence sign value o if 2 things appear together often, we think they represent the same thing - Coke’s Sign Value o Historical associations o Clever commercials Classical Conditioning (aka Respondent conditioning) - Unconditioned stimulus (varies by demographic, needs lots of mkt research) o Evokes emotional response (sex appeal) - Unconditioned stimulus o Emotion elicited by UCS (lust) - Neutral Stimulus o Brand (colors, pkg, logo, product…) (Dt. Coke) - Pairing o Things we associate (sexiness) - Conditioned Stimulus o NS is now a symbol of something else (Dt Coke = sexiness) - Conditioned response o Emotion evoked by CS (sexy/lusty) o Thus, we feel good & buy it 3 factors of Classical Conditioning 1. Stronger UCS, the better 2. UCS pairs w/ NS 3. Repetition Take Away: - Generalizations – probability sample - Sign value o Coke focused on formula – Product
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